|
BUSINESS PRINTING TECHNOLOGIES REPORT TABLE OF CONTENTS
Manufacturers of conventional forms have an urgent need to supplement their core business with new products that provide access to growing segments of the printing industry. What makes such diversification difficult is general lack of product development resources in today’s forms industry. Product line expansion is particularly challenging for trade manufacturers who have limited contact with end users and must rely on market intelligence filtered through distributors. Information on market trends available within the confines of the forms industry can be misleading because many of the technologies that affect demand for forms and related products originate in computer software and information processing specialties not readily "visible" to forms manufacturers. Much of the research on new product and production process concepts in the printing industry is now performed by suppliers of equipment and manufacturing systems. The results of this research is broadly available to trade show visitors and manufacturers. Exhibits at shows like Graph Expo, Xplor, On Demand and others also provide an excellent view of trends that will affect demand for forms and other types of printing in the future. New equipment introductions by major suppliers are usually based on extensive research of markets, trends and technologies within and outside the printing industry. This review of recent trade show highlights is the second part of a BPTR article covering Graph Expo 2003. The first part on new technology at Graph Exp 2003 was published in October.
From the perspective of a forms manufacturer visiting Graph Expo 2003, the most important aspect of the two specialty sections should not have been the actual equipment displays, but the overall indication of what is required to enter and successfully participate in these printing growth segments. Some of the exhibits provided a wealth of information on potential customers, marketing and sales techniques, support system requirements, guidance for matching equipment to customer requirements and total cost of developing competitive capabilities. Conversations with exhibitors, process demonstrations and available literature could provide interested visitors with information equivalent to a lengthy and costly market research project.
Typical basic "Big Color" equipment configuration also includes a film laminator matched to the width of the printing device, an image preparation workstation and software specifically for large-format image assembly, editing and color correction. Some large-format ink jet printers are sold complete with a RIP while buyers of other models can purchase the RIP as a separate item from a recommended list of models and suppliers. Other components of a "Big Color" startup configuration may be a special cutter for large sheets, print mounting equipment, large work tables and print storage cabinets. Entry level investment for "Big Color" capabilities could be under $100,000. In "Big Color", equipment to start production is the easy part. As was
evident from Graph Expo 2003 exhibits, this is a very specialized market niche
that is not as easy to access as typical commercial printing. Producers must
form alliances with advertising agencies, designers and promotional program
specialists or find direct ways of reaching the advertising, marketing and sales
promotion managers in targeted corporations. Demand for "Big Color" printing is
particularly strong among many retailing businesses that typically order a
steady stream of displays, signs and banners. Equipment suppliers at Graph Expo
indicated that users of their large-format production machines can be very
profitable if they can tap the ongoing advertising programs of retailers or
other applications that generate a predictable flow of orders from originators
who follow consistent file preparation practices. Wide format digital color
printer suppliers generally provide much less business planning, marketing and
market research assistance to buyers of their equipment than the better-known
suppliers of digital color presses for commercial printing.
The fulfillment section of Graph Expo 2003 had the typical array of document and kit assembly, folding, merging and envelope inserting equipment. Ga-Vehren Engineering, Vijuk and several other suppliers showed equipment for forming mailers around products at high speeds or inserting products into mailers. The show had a variety of gathering and binding equipment used in literature fulfillment operations. Streamfeeder and several other firms demonstrated innovative wrapping machinery. Exhibits included software for inventory management, control of fulfillment operations and individual document or product tracking from personalization to mailing. Particularly significant as a trend indicator was the addition of fulfillment modules to printing plant management software available from Print Café and other suppliers. Is fulfillment a major diversification opportunity for forms trade manufacturers? Graph Expo definitely signaled that demand for fulfillment services exists and is growing. Fulfillment of many products has similarities to traditional forms management programs. A sizeable number of forms distributors and direct-selling manufacturers today sell document and other printed product fulfillment programs and are extending their services to advertising specialties and a growing range of other items. A few trade manufacturers have formed alliances with distributors to sell and manage fulfillment programs but most have not been able to take advantage of this diversification opportunity. Graph Expo and Xplor exhibits have consistently shown that the barrier to adding fulfillment services is not so much acquisition of equipment as the complexity of the process itself, the need for extensive and reliable controls, flexibility to accommodate special customer requirements and intolerance of errors. Kit assembly, frequently part of fulfillment services, adds more complexity and process control difficulty. Online ordering and customer-specific product catalogs have become a common fulfillment program requirement. Investment in equipment and software for a credible and competitive fulfillment operation can easily exceed a million dollars, but an even greater barrier to entry is the requirement for high skills in information processing, inventory management and marketing. If fulfillment involves use of the post office, special skills are needed for mail preparation. Forms trade manufacturers face the additional barrier of competition from their customers. Many distributors have developed their own internal storage and fulfillment capabilities based on their expertise in forms and print management. Some of the latest software versions for managing distributorship operations can support at least printed product storage and fulfillment. The barrier to entry should not discourage forms trade manufacturers from seriously considering fulfillment as a business growth opportunity. Alliances with distributors will provide an entry path for some manufacturers. Many others, to survive, will have to restructure their businesses to depend more on sales of commercial printing, direct mail, labels or other printing specialties. This restructuring will also force trade manufacturers to look at other distribution options, which may include greater access to end users of printed products and along with that easier entry into becoming a supplier of both products and services, including kit preparation, fulfillment and mailing.
The following were some of the on-demand printing equipment highlights at Graph Expo 2003. Most of the digital printers/presses in this group can be equipped with multiple feeders, sheet interposers and in-line finishing or binding units. A run can be one complete manual, book or digitally collated set of documents. The two offset presses in this list are designed for very short run (200-5000 impressions) fixed-image process color printing. * Heidelberg Digimaster 9110cp monochrome digital press for sheets up to 14"x18", with improved halftone quality and ability to print on coated papers. Rated speed is 110 pages (8.5"x11") per minute. Options include in-line binding hole punch and MICR toner. * Heidelberg Quickmaster DI-46 Pro, automated 4-color waterless offset fixed-image press with integrated plate imaging. Capabilities include printing on plastics, magnetic paper, board up to 16 points and lenticular printing. Maximum sheet size is 18.1"x13.4" with rated speed of 10,000 sheets/hour. * Hewlett Packard Indigo 3000 sheetfed digital color press, rated at 4,000 four color or 16,000 single color pages (8.5"x11") per hour. Options include printing up to 7 colors, including special PMS inks. Maximum sheet size is 12.6"x18.5" and a two feeder option allows mixing of stocks. * Koenig & Bauer Genius 52 automated 4 color waterless offset fixed-image press with unique compact key-less ink trains. Maximum sheet size is 20.5"x13", from 50 Lb. offset to 14 point board, with rated speed of 8000 sheets/hour. Options include a fifth color or coater. Plate imaging requires an off-line CTP device. * Oce Vario Print 5160 sheetfed digital press with 2 imaging stations and optional inserts for highlight color or MICR toner. Maximum rated speed is 155 pages (8.5"x11") per minute with black toner in both imaging stations. Target applications include forms, checks, mailers and labels, with paper range from 16 Lb. bond to 110 Lb. Index. * Xerox DocuColor 5252 digital press rated at 52 four color pages (8.5"x11") per minute. This model replaces the popular Xerox 2045 color printer and offers higher rated speed at the same level of investment. Options include multiple feeders and various in-line finishing units. On-demand printing is closely linked to printed document fulfillment and has replaced a large number of pick-and-pack facilities. Many distributors and direct-selling manufacturers have taken advantage of new on-demand printing technology to update and expand their forms and print management programs. Advances in on-demand printing equipment and support systems demonstrated at recent shows by Cannon, Delphax, Heidelberg, Nipson, Oce, Xeikon, Xerox and others should continue to present new printed product supply and document services opportunities to both distributors and trade manufacturers. Ivars Sarkans is president of consulting firm Sarkans & Associates of Los Angeles, California and a long time contributor to DMIA publications. He can be reached by telephone at (323) 221-7791 or by e-mail at<mailto:isarkans@sarkans.com> isarkans@sarkans.com. His Internet web page address is <http://www.sarkans.com> www.sarkans.com.
CHECK OUT THE SOURCE HOTLINE ON THE WEB You can search the DMIA Source Hotline Database through this state-of-the-art program featuring a comprehensive database of more than 30,000 suppliers organized by product category and region. With a few clicks, you can sort the capabilities of these manufacturing sources, identify your top five, and automatically send quotation requests via e-mail. It’s a fast, comprehensive and efficient way to develop and manage product quotations. Built upon DMIA’s Source Hotline Database, this web-based service will save
you valuable time and allow you to search for sources 24-hours a day, 7 days a
week! Just go to <http://www.dmia.org> www.dmia.org and click on "Source Hotline Database" to enter the Online Sourcing Service. There is a tutorial that will help guide you through the system and then you'll be off and running! The first time you use the service, you’ll need to enter your Login Name and a special password. (This is different from your regular DMIA password.) If you need your login and password, call the hotline at 800-333-2828. Enjoy this new service from DMIA and remember that we are always working to bring you new products and services that really make a difference for your business!
Subscribe/Unsubscribe/Change of Address:
EDITORIAL STAFF Dennis McGarry, CDC Ivars Sarkans Jennie Doran Submit articles, questions, or letters to:
For information about advertising in the BPTR, <mailto:srobbins@dmia.org?subject=Interested_in_BPTR_Advertising> click here to reach Sheena Robbins at DMIA. |